[ PRODUCT MARKETER ]The Hardest GTM is the One with No Map
That's where I've built my edge. InsurTech in Mexico. CleanTech in the UK. Defence innovation for the Royal Navy.
[ 0 → 1 ]
Building the GTM Map
Impact
I launch categories. I’ve defined value propositions and GTM for InsurTech and CleanTech from zero.
[ +150K USD ]
Funding Influenced
Faster adoption and a clearer product story turned investor conversations into committed funding.
[ 2 Countries ]
Global GTM Launches
Took products to market in UK & Mexico, each with its own regulations, language, and buyer psychology.
[ Award Nominee ]
UK Defence Innovation
Presented a retention solution at the Royal Navy HQ and London Tech Bridge. Nominated Best Project of the Year.
[ Insights → positioning → adoption → LOOP ]My Approach
1- Start with Understanding
Market, user behavior, competitive signals.
2- Own the category
Positioning, differentiation, strategic narrative.
3- Enable Adoption
Messaging, enablement assets, lifecycle touchpoints.
4- Close the Loop
Retention, friction, product feedback, iteration decisions.
AI Product Adoption Analyses
[ How top products miss adoption opportunities and how to fix them ]
How Express' onboarding delays perceived value at the conversion moment, and what shifts could close the gap against Canva's 250M users.
Diagnosing how misaligned AI messaging creates adoption friction and how testable fixes could increase paid conversion.
[ latam + uk ]Selected Work
Turning Technical Complexity into a UK Market-Ready AI Retrofit SaaS
Ivynest [ PropTech / cleantech] [ SAAS ] Ivynest is a UK-based SaaS using AI to streamline end-to-end home retrofit upgrades, saving energy and building property value.
The Challenge was to transform a technical, multi-step concept into an differentiated product, driving early adoption and open investment conversations.
Royal Navy: Leading Product Strategy for Defence Innovation, from 70+ User Interviews to Headquarters Validation
[ Defence ] [ DIGITAL TRANSFORMATION ]Aligning MoD strategic goals with a digital framework and feature set projected to transform the readiness of +2000 young officers annually.
Mango Life: Category Creation & GTM Strategy for Mexico’s First Digital Life Insurance
[InsurTech/ Fintech] [ Product-Led Growth ] Mango Life disrupted Mexico's legacy life insurance industry as its first 100% digital platform, overcoming low consumer trust and rigid regulations through a category-defining GTM.
Over four years, I launched diverse product portfolios, refined lifecycle strategies, user journeys, and sales enablement. The result: a previously untapped category established, setting the industry benchmark for digital onboarding in the Mexican personal insurance sector.
Quick metrics25% Faster Time-to-Value
40% Faster MQL → SQL → Subs
$150k+ in funding
180+ media mentions
Tools I’ve built
[ to test what's possible and market better ]
Competitive Advantage Check Tool
A Friendly ROIC and Industry Benchmark for Small Businesses.
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Small Business Owners often measure growth through revenue and profit, but lack visibility into capital efficiency. Many scale activity without validating whether they are creating real competitive advantage in their industries.
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Designed a lightweight diagnostic centered on Return on Invested Capital to translate financial logic into an accessible tool for founders.
Framed ROIC as a competitive advantage indicator
Built a 2-minute input flow with instant interpretation
Designed educational narrative connecting profit, capital, and value creation
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Live deployed tool validating interest in capital-efficiency framing.
Tested with +5 founders, with over 6 years of having their businesses active.
Key Learning:
When financial metrics are framed as insights for the next decisions, business owners expand their focus from profit to capital efficiency.
Metric Map for Marketers in Fintech
Mix 28 Metrics. 300+ Connections. Know What Moves What in Fintech
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FinTech and BNPL metrics exist as a chain of metrics. However, Product Marketers usually lack a single reference showing how business, product, and marketing metrics connect and influence each other.
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Built an interactive tool mapping 28 FinTech and BNPL metrics. Users explore individual metrics or mix two to surface their strategic connection.
Mapped 378 metric connections across 28 KPIs, each pair surfaces actionable PMM signals to prioritize, diagnose, and move the metrics that matter.
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Validated by 3 PMMs who use it as a constant reference tool.
I learned that product thinking, not just engineering, can ship resources that make complex data immediately actionable.
"Her work were key in shaping Mango Life’s positioning, and product adoption, from leading the GTM to inform the development of product features."
Maik Schaefer
Director of Product Management at PayJoy
"Throughout the entire project, Mariana demonstrated a high level of interpersonal intelligence, building trust among young officers and senior leaders."
Commander Charlie Jones
Royal Navy PSG Leader
[ SUBSTACK ]
vein & wire
I write for strategic thinkers who look beyond the obvious to uncover the patterns that shape brand, culture, and innovation.
Top Substack Posts
jan 26,2026by Mariana lópezAs functional innovation slows, these brands show how to guide Go-to-Market and industrial design.